Reliance Smart and Fresh recently launched a clutter-free media innovation during this independence day sale. With the prime theme of making consumers aware about the offers on FMCG Foods, Non-Foods, Staples & F&V categories, the brand planned to get prime time television in the HSM market; without increasing the cost.
The marketing objective was to drive preference & consideration for consumers for their grocery purchase & to make Reliance Fresh & Smart as one point destination for their shopping. This was executed by using a Gennie & a popular celebrity - increasing the reach of the campaign.
The brand partnered with a leading GEC and did an in-serial integration. It also communicated offers and benefits through different media vehicles in the program. Various types of innovations like 3D hoardings, TVCs and digital signages (cinemographs) were implemented to enhance the brand message and recall.
In total nine spots were executed on Zee TV over 12th, 13th and 14th August across top-rated primetime shows. Each spots was a minimum of 15 seconds (5-5-5 sec, 10-5 sec, 7-8 sec or 15 sec formats). In addition to this innovation, the brand ensured that apart from normal spots during commercial breaks, all the offers promoted within the serial were highly visible to the audience, thereby guaranteeing 100% ROI.
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